B-roll versus VNR, reaching women via radio, and more

Which is appropriate - a VNR or b-roll - to maximize broadcast media opportunities for my company's new product?

Which is appropriate - a VNR or b-roll - to maximize broadcast media opportunities for my company's new product?

Broadcast media
Which is appropriate - a VNR or b-roll - to maximize broadcast media opportunities for my company's new product?
John Gordon of Gordon Productions says that both can be successful tools to optimize broadcast media opportunities.

"VNRs offer the advantage of describing your company's product in two minutes or less," he says. "This is especially helpful for products that are technical in nature or ones that require animation to describe how they work." This allows TV producers to quickly view the footage and get a grasp of its content, as well as splice it into their own footage to make a cohesive story.

"B-roll provides flexibility and can often have a longer shelf life than a VNR," says Gordon. TV newsrooms also enjoy the editorial control they have with b-roll, he adds.

Radio
My client's key consumer demographic is women with kids. Is radio a good avenue for reaching that audience?

It definitely is, says Liv Lane of Win/Win Radio. In fact, recent research shows that households with kids ages 0-17 use radio more than any other medium.

"But not just any radio station will do," she warns. You'll want to work with the radio formats that are most popular with moms, such as country or adult contemporary. The average mom is mindful about listening only to stations that provide safe programming for the whole family.

Before you decide which stations to work with, check out their Web sites for family-friendly messaging and listen to their streaming audio, adds Lane.

If the station you're working with has a loyal listener club, get your brand involved. Female members of those clubs listen to the station more and are influenced more often to buy something after hearing ads or brand messages on-air.

Surveys
Must conducting surveys be costly and time-consuming?
"Not in the least," says Eileen Rozick at Delahaye. "Depending on your needs and the situation, you may be able to use a lower-cost research method, such as an online questionnaire distributed via e-mail."

It is easy to cut costs by reducing the number of open-ended questions on the questionnaire and by keeping the questionnaire concise and on-point. If you require a hard-copy questionnaire, you may be able to provide services such as copying and distribution through in-house resources at a lesser cost than the research vendor.

"You'll save time down the road if you clearly understand what sort of information you need to get from the survey project before you engage with a research firm," Rozick says.
Also, be prepared to [allow] some time early on to review and approve the survey questions with the research firm to avoid delays down the road."

PSAs
How can we up the chances of a PSA getting radio coverage?
"Make sure the PSA is local to the pitching area," advises News Generation's Susan Matthews Apgood. "Whether it is about a local event or the station is located in an area where the client has trial testing for a new drug, let the station know why you picked it as part of your target group."

Despite the fact that they're not required to do so, most stations still provide PSAs and public affairs shows on a regular basis.

Only pitch PSAs that are appropriate for a station's format, adds Apgood. Once it's produced, there is a tendency to try and blanket all the stations you can. However, to get more usage, it is much better to finely target PSAs. In fact, it does not add any value to stations or clients to send unsuitable PSAs, since they will most likely not be used.

Send your questions to toolbox@prweek.com. Please contact Lisa LaMotta if you are interested in contributing to PR Toolbox or to suggest ideas for future columns.

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